Even with all of the new marketing channels that have opened up over the years, Google Ads is still the core of many companies interactive campaigns. If your PPC campaigns are not running efficiently, it can have a drastic impact on your bottom line.
Join Brad Geddes for Advanced Google Ads education and discussion that will teach you not only the best practices, but also advanced concepts and strategies that are based upon a decade of research and testing.
The Buyer Journey We start the day looking at how people search and the overall buying funnel. We will examine funnels for different types of companies. This information helps set the stage for the rest of the day as your keywords, ads, audiences, and attribution models all stem from how people search, research, and buy from your company.
Comprehensive Keyword Usage & Organization: The absolute center of every Google Ads campaign is keywords. We’ll start this section by correlating keywords to the buying funnel and examining the user intent. While keywords are the lifeblood of PPC, perfecting your match types usage while controlling your negative keywords can drastically increase your overall revenue.
With the recent changes to match types, we’ll dive into how to manage search terms and organizational principles to maintain control of your search terms even though the match type changes.
For the advanced users, we will get into n-gram analysis and Levenshtein distance for query management and analysis.
Everything You Need to Know About Creating & Testing Amazing Ads: There’s a reason it’s called Google Ads, Bing Ads, and Ad Groups. The only part of your account that a searcher sees is your ads. We’ll cover how to:
Create compelling ads
How to use RSAs, ETAs, and 3rd headlines
Scientifically test ads for small to enterprise accounts
Find & use insights from ad testing data
It doesn’t matter if you have 10 ads or 10 million; we will go through how to test individual ad groups, and test at scale so you can pull customer insight data for your account.
Audience Targeting Strategies: Audience targeting should be part of your PPC strategies. We’ll examine display remarketing, remarketing list for search ads, customer match, demographic targeting, and other audience options. We’ll show how to create advertising strategies for your account that combines audience targeting data and other Google Ads features together to fine-tune your customer acquisition strategy. We’ll relate these features back to the customer journey so you can fill your funnel with users based upon where you want to increase your funnel size.
Competitive Analysis Your ads and marketing do not exist in a vacuum. Competitors are watching and changing offers or starting new promotions all the time. We’ll make sure you have answers to these common questions:
How do you evaluate competitor ads to ensure our offers are compelling?
What insights can I gather from Google’s Auction Insights tool?
We’ll include Free Data Studio reports to examine Auction Insights data
Should I use 3rd party tools and how can they help?
We’ll look at how to analyze the competition to find insights that you can use in your marketing tactics.
Diagnosing Data Changes When your conversions drop, do you know exactly why that happened? When your impression share decreases but your conversions go up, can you quickly track down why that happens so you can take advantage of the trend? Your data is constantly changing and in PPC; all the data is intermixed with various causes and effects. We’ll walk through how to examine the interrelatedness of metrics so you can understand what is the root cause of your data changes so that you can easily put fixes into place. We’ll include free Google Data Studio reports to analyze this data for your accounts.p
Open Q&A: You will have the opportunity to ask questions as we go throughout the agenda during the day, and we will end the day with an open Q&A session so you can make sure your specific questions are answered.
Who is Brad Geddes?
Brad Geddes is the Founder of Certified Knowledge, a company dedicated to consulting, educating, and training marketers on Internet marketing theory and best practices. Not one to hold secrets, Brad is a prominent educator in the PPC industry.
Google Certified Google Ads Trainer
Author of “Advanced Google AdWords”
Host of Marketing Nirvana on Webmaster Radio
International Speaker at 65+ conferences
Hosted 100+ training workshops
Trained more than 10,000 businesses on AdWords/Google Ads
https://smxmuenchen.de/en/?p=12408 Search Marketing Expo – SMX Munich Virtuel – Advanced Google Ads Workshop I – with Brad Geddes
Information about cookies
What are cookies? Cookies, among other things, help to make your visit to our website simpler, more pleasant and more logically structured. Cookies are information data which your web browser automatically stores on your computer’s hard disc when you visit our website. Cookies do not do any damage to your computer’s hard disc and they do not transmit any of your personal data to us.
We use the web analysis service Google Analytics to continuously streamline and optimise our sites for users. For this purpose, pseudonymised user profiles are created and small text files are used that are stored on your computer (‘cookies’). The information produced by the cookie about your use of this website, such as
browser type and version
operating system used
referrer URL (the site previously visited)
host name of the accessing computer (IP address)
time of server request
[other data collected]
is transmitted to servers of Google Inc. in the USA and stored there. This information is used to evaluate the use of our website, to compile reports on website activities and to provide other services connected with the use of the website and Internet use for purposes of market research and to enable these Internet sites to be made more user-friendly. If necessary, this information is also transmitted to third parties to the extent that this is prescribed by law or if third parties process the data for us. In no event is the IP address ever brought into association with other data relating to the user. IP addresses are anonymised to prevent them from being matched (IP masking).
Users may configure their browsers to prevent cookies from being installed. However, we would point out that in this case it may not be possible to use all of the functions of this website to the full extent
You can find more information about the web analysis service we use on the website of Google Analytics. You can find instructions for preventing your data being processed by the web analysis service at http://tools.google.com/dlpage/gaoptout?hl=en.
Unsere Websites verwendet sogenannte Re-Targeting-Technologien. Wir nutzen diese Technologien, um für Sie das Internetangebot interessanter zu gestalten. Diese Technik ermöglicht es, Internetnutzer, die sich bereits für unsere Dienstleistungen und Produkte interessiert haben, auf den Websites unserer Partner mit Werbung anzusprechen. Wir sind davon überzeugt, dass die Einblendung einer personalisierten, interessenbezogenen Werbung in der Regel für den Internetnutzer interessanter ist als Werbung, die keinen solchen persönlichen Bezug hat. Die Einblendung dieser Werbemittel auf den Seiten unserer Partner erfolgt auf Basis einer Cookie-Technologie und einer Analyse des vorherigen Nutzungsverhaltens. Diese Form der Werbung erfolgt vollkommen anonym. Es werden keine personenbezogenen Daten gespeichert und es werden auch keine Nutzungsprofile mit Ihren personenbezogenen Daten zusammengeführt. Sie können die Verwendung von Cookies durch Google deaktivieren, indem sie die Seite zur Deaktivierung von Google-Werbung aufrufen. Alternativ können Sie die Verwendung von Cookies durch Drittanbieter deaktivieren, indem sie die Deaktivierungsseite der Netzwerkwerbeinitiative aufrufen.
Google Analytics tracking disabled
Das Tracken von Daten auf "https://smxmuenchen.de/en" durch die Rising Media Ltd. mittels Google Analytics wurde deaktiviert.